As part of New Era’s effort to bring America’s pastime across the pond, they launched the MLB Dugout – a two-week installation within the brand’s London Soho Flagship Store in partnership with Major League Baseball that coincided with the World Series and surrounding pomp and circumstance. Using gaming elements and social media as a tech-inspired add-on, attendees were treated to a dominant performance by the San Francisco Giants which culminated in a world championship. One lucky fan was also given the privilege of being flown across the ocean to attend a game in person as well.